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Description/Abstract

The Web has disrupted charitable marketing by providing new opportunities for word-of-mouth marketing on an unprecedented scale. This paper describes the transformation in marketing that the Web – and social media in particular – has brought about by providing customers with more power, before highlighting the need for a broad investigation into how charities are now using these services so that its impact upon modern society can be realized. A framework is identified in the literature that will be used to categorize charities’ interactions on these sites and show how the Web has transformed marketing activities. Interviews will determine whether UK-based charities’ aims for social media marketing are likely to be met given their current usage as identified using the framework. These findings will provide a foundation on which to build a system of measurement, as part of a wider research agenda to analyze charitable marketing performance for which a previously constructed framework will be further developed to help determine the success of such marketing campaigns.